Block Zero | Web3's Impact on Marketing and Branding

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1. 0:00

   so now I'm going to call other uh marketeers and other other colleagues that we will talk about how they are implementing uh tools of web three for marketing so please comment um so sopia uh from penck philipo I Tatiana from velf awesome oh we have do we need to put this okay uh you have to turn them on hi yes I can hear myself press him at the same time hear me can you hear me

2. 0:41

   no I think I'm GNA go without pressing you can hear me right without I can't hear with okay okay doesn't give here oh wow thanks um so hi guys um so I'm I think I'm going to start with Sophia because you're CMO of uh pen Brock so how have you been implementing marketing strategies for for the op uh okay uh I will start like from short intro I'm not just working with panbrook it's uh for like everyone to know it's a defi project on year but also I work with the Outsourcing development company

3. 1:23

   so we're actually interacting a lot with other projects so I can share like a little bit of that uh so so like we're here to talk more about web 3's impact uh on marketing and branding and here maybe I'd like to start with the thing that I I think it's like the most crucial stuff is that uh crypto actually brought to the whole Market in itself uh it's the this like we're talking a lot about this power of a community actually

4. 1:57

   because like everyone is talking like you yes you have to build strong Community but it actually came from crypto because the whole market like not crypto but the whole Market is actually were not so fluctuated like crypto market and the crypto market showed that Community actually means a lot when you're on the top but it actually means much more when you're going down and there are supporters that actually can hold a bed of your tokens and they are not selling

5. 2:36

   it and you can move on and then you have to prepare for the next bull market and that is like the most crucial stuff actually uh and I think that for all uh projects they should pay so much attention to building the community because uh and actually now when the market is not very good actually like everyone is here yeah yeah because I remember the previous year like wow we're like chilling here everything in school and this year

6. 3:17

   everyone like okay we're still here we're trying to leave here okay yeah uh so the community means a lot and you have to prepare your community for the next bull market so like it's a top tip for everyone who is doing marketing if that you have to prepare some cool news some partnership uh now but you don't have to share it now you have to like make you have to make some deals uh for millions of dollars you have to get Investments you have to make some super cool partnership

7. 3:59

   but you have have to hold this you have to hold this until the market will be right for this news and it will be suitable and then like when you feel this wave you have to throw this news and get users like I think that's the most crucial stuff is that we have to work on this right now but like keep it a little bit and then push in the right moment it's all about time yes and and

8. 4:29

   uh Tatiana what's so I know you have a project that will help marketers to to use utilize uh the the tools and also um build community so what can you tell us about it right we reposition it recently more as a community service platform even we started from the identity component of it because we really see the opportunity to help Brands to create more data in the web three format and learn how to adopt this technolog techology to improve the customer data

9. 5:01

   management rather just hit on the hype nft is cool thing but see that nft SBT it's all data standards that can help them simplify the process how they interacting with customer with each other because portability of the data between Brands and sharing and creating a cross marketing opportunity using web3 text de is what we're trying to educate companies outside of web3 about but web 3 is still also one of the verticals

10. 5:34

    that we're focusing we started on near and continuing onboarding projects to work on in the near space and Beyond so they really believe that we can introduce a better ux and this time with this level of development of tech we don't really have to dig into the technical details authorized with wallets anymore we can make they flow smooth and competitive with what social media marketing loyalty already have out there in web two world so it has to be

11. 6:08

    comparable from the user experience and that's what we're providing in Visa yeah I think it's very important if you want to have mat adoption and and filipo uh what about popula I think you you tell me a little bit that it's it's like a platform that could help like people like me we we say popul it's a community platform so communities that definely uh the atomic unit that we are focusing on and we think that's where web 3 is also different from Web Two like the focus on

12. 6:38

    community rather than the individual and this is something beautiful I think um so basically popular a platform that offer a set of onchain tools that can help communities and their members to generate engagement so incentivize engagement and then because everything is recorded on chain then users can actually uh own their data the engagement data that they generate and we think this is going to be inva for any kind of economic activity in the future because eventually users will be

13. 7:10

    able to Port this data around and also monetize from them uh in a way that they're not able to do uh in web two platforms right like Web Two platforms make money literally on users data uh and what we want to do is like give these ownership back to users so then they can decide how to use is data they can sell to companies for uh marketing purposes or maybe for AI data set training purposes uh but they the key point is that they have control over it um and then again we have these uh set

14. 7:45

    of onchain tools that we think they can be very helpful for different kind of communities can be nft projects can be gaming guilds um it can be Charities or NGO because we also have a treasury function on chain governance uh but we also definitely are targeting Brands uh same as we s so Brands want to experiment with web 3 tools and strategies uh they know that it's going to be important for their branding uh for building their branding to have a

15. 8:14

    strong community that support them and so but it's also hard to get started we three tools right we all know that um and so if you don't have a you know Department your company which is specifically dedicated to learn how to use web3 tools and create a strategy in web 3 it can be daunting for companies to get started and so that's why and where we want to help uh basically Brands can just build a community on popular and then automatically have access to all these tools in one place

16. 8:47

    um and so they can create these uh stronger and more loyal communities of customers they can create um you know kind of different engagement loyalty programs uh everything is tokenized so they can create for example um token token gated coupons or access to different perks merchandise um they can create different kind of activities to engage the community on popular for example uh trivia right you can test how much uh

17. 9:19

    customers know about your brand and I think another beautiful thing about web 3 uh that we are trying to Leverage is the idea of create co-branding like create a brand together with your um customers your community and that's something also leex talk about before right uh making polls ask people how they see the brand uh what's the brand how the brand looks like in their eyes and how they want to build this brand in the future and definitely we want to be in that kind of um segment of the

18. 9:52

    industry where Brands can come to popular and then uh build the future of their brand together with their community so definitely um we are there uh I think it's the future and I think it's it's something that everybody really wants I mean don't you want the the the brands that you love to look like the one EXA how you want it and you also me mentioned gamification and I know that Tatiana has very good tools for that can you can you share right uh we've been looking into

19. 10:26

    social media marketing toolings for quite a bit and their reality behind that like what are the conversion rate that they're bringing what are the real users and customers and different activations like airdrops like any giveaways that we really know very well in web 3 and Beyond and what we figure out that it might be a better idea to Target lower numbers but with more quality of who you're involving and spend a little bit of more time of

20. 10:57

    building gamification mechanics that are more suitable for your community and right now we're like running Pilots trying to figure out what going to be like this golden set of techniques the always best ones are lotteries mini games the Next Generation many like conversation and going around multiplayer marketing when you involve your communities to stay longer to slow down and to learn in the process more about your brand same at all this

21. 11:29

    conversation that you guys having about branc creation but it starts with learning about mission of the brand and we see when people are inviting the new Commerce through giveaways or referrals sometimes the first question like what is it about like tell me like where did I come and if it's something technological something complicated or if it's a even a fashion or e-commerce

22. 11:52

    brand with a big mission that wants like better world that wants to make an impact they need to explain where the customers are coming and that's that's what we're working on to just develop no code tools for Brands to be able to create this environment easier and I and I think also know know your product well um and build your product in mind with with the people that are going to be the users so so for Builder Sophia do you have any uh tips

23. 12:22

    uh actually like we started uh panbrook Finance marketing two years ago and we haven't seen projects like uh Po and Vel and it was very hard to uh catch this audience because defi project is very hard to explain to educate people and like now I'm like oh my God if they were then it will be much more easier actually to engage everyone and then educate inside of the platform because

24. 12:54

    like uh the analytics is like a pain point for for a lot of Bap three projects but it was like two years ago like two years ago there were nothing to measure there were something like vomi they appeared like a year ago uh on near and then we tried some some kind of project that is called presentence also like they're trying to do offchain and onchain like together and with advertising but like two years ago there

25. 13:29

    were nothing to do like you were trying to catch those people trying to educate them you preparing some courses with some gamification and now I'm like why why you appeared so like have you have you been like here for two years ago please but no yeah uh what I have in mind now is that this tools are very useful but uh as Philippa said that uh there should be people in your team that will uh learn this project like they have to be involved in this like marketer that

26. 14:07

    should pay a lot of attention to new features and uh because they appear like every not every day okay every month but they appear like constantly and you have to research you have to find a try and test like test for your project is it working like uh take I don't know 500 bucks a month and just test every new tool you have to test for your orience it can work so I think like testing and testing and testing it's like the right

27. 14:42

    choice okay and I'm going to ask everyone like what is your your biggest challenge that you're facing right now with with marketing in the web three so we'll start with phip yeah uh I mean if we talk about specifically about marketing I would say say probably uh the fact that the near ecosystem as it is now is not as big as it could be right um so obviously whenever you target the users in the near ecosystem the the choice is kind of

28. 15:13

    limited to other you know bigger ecosystems like ethereum so you already start from this and and that's why I think also V myself and us we are kind of looking at Beyond blockchain or crypto users like native crypto users uh how can can we Bridge the web 3 world with web two how can we make it easy for web two companies or users to actually access the tools that we we are building and this is obviously in our interest

29. 15:44

    first of all um but it's also a way to you know grow the whole ecosystem because as long as we just stay in this little pwn then we're not going to succeed truly um so definitely like finding ways for example near already offers a lot of Great Tech that allows for meta transactions account obstruction um so you can subsidize gas fees you can you know you don't need uh to have an um uh like a crypto wallet to access a certain platform you can have

30. 16:18

    access loging with your email or Facebook or Twitter so it's already making very easy uh to to reach this goal but definitely we need to um work on it to work very hard for that yes how do you feel thatana yeah I can pick up right from here talking about web 2.5 because since what we're doing we're trying to promote web 3 as a tool for marketing and for data analytics and for customer data management when we start talking to Brands outside of the

31. 16:52

    web Tree World they are not by default indoctrinated and the same comes with investors in the same industry like you're not hyping people just because it's cool it's blockchain it's crypto and it's going to be talking niiz nobody cares no not anymore at least and I see that's yeah it's not that easy to answer the question and find this honest value proposition what are you going to get from that because if you mention anything crypto related the reputation

32. 17:23

    of this space outside right now is terrible what you see on the news is like SBF trials all the time that's that's the thing you need to start creating a new image of B three and rebuild the language how we're talking about it and be a little bit more modest like forget about like 100 acts you're talking about real usability how you can remake the business processes from previous generation to the new one and when we talk for example the brands from

33. 17:57

    travel industry constantly hear complaints that what they use for customer data management right now is terrible it's outd they're unhappy but they're just don't know what exists and don't know how much effort and resources they need to transition to this new generation of systems they know Google Cloud but web three should be the next step just not to think about it just to have ready made solution with answers about kpis like why is it better why is it better for your business so that's to

34. 18:30

    to have the answers that's our current goal and that's current challenge yeah I like that we should start using more open web and web three instead of crypto because that's just crypto no no no no no put this way but blockchain yeah blockchain is cool and you have to know all the benefits of blockchain and VB 3 yes but like uh the crypto is spoiled like the the word kryp is spoiled with all of these problems and uh we have to focus more on uh

35. 19:00

    bringing businesses to what is actually the pre can make and what what blockchain can make and I thought when you talk about Investors I thought like my first thought was what about AI do you have something from AI because like we don't want to invest in crypto anymore we want to invest in something that un Hy that AI but actually blockchain Technologies can bring more like about data storage like it's amazing tool for reducing the costs and

36. 19:30

    but people like uh that is something about scripture that about talking that about money I don't want to like I don't want to interact with this because it's something that will give me the Lost of my money and yeah it it took a while for me to understand it as well when I started that's for all marketers Mar all marketers like we're not crypto but it's really the technology behind it that we can use for more more stuff and it took a while for me to understand it as well uh because it's

37. 20:02

    not we are not part of this like Financial like dudes changing and feeling like the big guys or whatever um so so yeah is there anything else you want to share I think another interesting point maybe is data because we're all kind of working on data um and this is also one challenge that we have is we are generating huge amount of data more than web to and the interesting thing the cool part is that nobody has a monopoly over this data so anyone can tap into

38. 20:33

    them uh and this is super powerful but then the value of a project or a service or a company is not like holding having the the data but like creating ways to you know create context around data and make sense of this data in a in a way that is useful for other users or brands or companies so I think um finding better ways to use the data that that we have and that we will keep generating is

39. 21:02

    going to be like a very interesting Challenge and it could be the source of you know the next St good success for for for all these web three projects yeah great okay thank you guys thank you so much thank you